In the final showdown of NBC's The Apprentice 4, Randal and Rebecca squared off to raise funds for charitable organizations. Randal turned his attention to a celebrity auction with big names like Sugar Ray Leonard to raise money directly for Autism Speaks. Rebecca promoted a comedy event sponsored by Yahoo. Her approach to charity fund raising was more behind-the-scenes than Randal. Every gift bag for the comedy fest included a direct mail piece for the Elizabeth Glaser Pediatric AIDS Foundation. The final result was Randal raised over $11,000 while Rebecca's event didn't produce an immediate measurable outcome. In the end, each candidate faced a round of serious questions from Donald Trump who awarded the apprentice crown to Randal.
Small Business Lesson: Regardless of your direct or in-direct approach for charity involvement, cause-related marketing is more than the linking of business and charities. "Embracing a cause makes good business sense. Nothing builds brand loyalty among today's increasingly hard-to-please consumers like a company’s proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits," says marketing expert, Steven Van Yoder. Learn how to "Show Your Business Heart With Cause-Related Marketing."
Small Business Lesson: Regardless of your direct or in-direct approach for charity involvement, cause-related marketing is more than the linking of business and charities. "Embracing a cause makes good business sense. Nothing builds brand loyalty among today's increasingly hard-to-please consumers like a company’s proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits," says marketing expert, Steven Van Yoder. Learn how to "Show Your Business Heart With Cause-Related Marketing."
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